I didn't start in performance marketing. My first real role was in B2B product marketing at HighRadius — a global fintech company — where I spent nearly two years learning how to position complex products, write for enterprise buyers, and understand go-to-market strategy from the inside out.
That foundation taught me something most performance marketers miss: the message matters as much as the media. Knowing why someone buys — not just where they click — changes how you build campaigns entirely.
From there I moved into performance marketing full-time — first at SportsBUZZ in the sports media space, then at Hawk Ecommerce managing campaigns across Google, Meta, and Instagram for multiple brands. Each role added a new layer: creative testing, audience architecture, ROAS optimisation, and learning which levers actually move the needle.
The defining chapter came at Viacation, where I joined as their first marketing hire with zero existing revenue and zero infrastructure. I built everything — the CRM, the paid media engine, the SEO pipeline, the automation flows, and a 16-member team — and scaled the business to ₹2.5 Cr/month in revenue within 3 months.
During my time at Hawk Ecommerce (Hawk Martech), I also led campaigns for brands like Scentials, ASG Eye Hospitals, and Wellesley Therapeutics — each requiring a different strategic approach, from profitability turnarounds to empathy-led health marketing to high-consideration medical lead generation.
Today I work at the intersection of strategy, systems, and execution — helping brands build growth engines that scale without losing financial discipline.